Engagement has been a challenge for advertisers in the mobile sphere since its inception, but Nuance aims to change that with conversational mobile ads. An advertisement would prompt a user to tap a button in the ad and then speak to it, triggering a two-way conversation leading up to a sale. The applications are clear in formats that already incorporate audio, like Pandora and other streaming applications, but hopes are high for other areas as well. The instant gratification and interaction factors of voice ads are attractive to marketers seeking to create engaging experiences for consumers, but will talking ads be seen by consumers as a nuisance more than an improvement?
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